CRAYON COMPETITIVE
INTELLIGENCE BLOG

Marketing today isn’t just about creativity—it’s about strategy, pipeline, and outperforming competitors. But here’s the reality: relying on traditional marketing tools may no longer cut it. With ...

Since its launch a month ago, Crayon Sparks has had an outsized impact on how Crayon customers compete, enabling them to transform data overload into effortless, actionable enablement. Sparks By the ...

In B2B organizations, Product Marketing and Sales teams are critical drivers of growth, yet aligning these two functions can often be a challenge. This is why we teamed up with Yi Lin Pei, PMM ...

In today’s business landscape, hyper-competition is the norm. A staggering 94% of companies report that their markets have become more competitive over the past year, a trend that has compounded over ...

According to Harvard Business School, of the approximately 30,000 new products launched each year, about 95% fail. Of course, the product failure rate varies from one industry to another—for example, ...

Even the greatest product will be overlooked if it lacks a captivating message that resonates with its target customer in a way that no competitor can match. Doing this isn’t easy. It requires ...

Product marketing is easily one of the most cross-functional (and busy) roles in an organization. Product marketers have to juggle the messaging and positioning of products, lead product launches and ...

Picture this: It’s Tuesday afternoon and yet another request just got added to your to-do list in Airtable. You take a look and immediately think to yourself, “There’s no way I can get to this. In ...

Product marketing interviews are tricky—it’s inevitable, given the interdisciplinary nature of the role. If you’re a hiring manager, it can be overwhelming trying to narrow down the list of potential ...

Right off the bat, let’s make sure we’re on the same page in terms of definitions. In its simplest form, a market consists of buyers and sellers. Technically, we could also include suppliers, ...

At all business levels—and especially at the enterprise level—product pricing can be a challenging yet vital activity. How much should your company’s products cost? Should you go with tiered ...

Teams are constantly looking for ways to stand out in crowded markets. Customer case studies may be just the differentiator companies have been seeking to give them that competitive edge. Not only do ...

For your company’s new product to succeed, a lot of dominoes need to fall. It needs to relieve the right pain points. It needs to be priced appropriately. It needs to stand out—functionally or ...

A Google search for “sales and marketing alignment” yields dozens of case studies and blog posts (including one that we wrote). This is unsurprising; it’s generally taken for granted that getting ...

The difference between product marketing and product management is not an especially clear one. Within a given organization, both product marketers and product managers are intimately familiar with ...

No one cares about the price of your product unless they’re interested in buying it. (Or they're interested in gathering competitive intel. But we'll set that aside for now.) Prospects who visit your ...

In order to stand out in a crowded market, you need to position your solution in a manner that resonates with your prospective customers. Nothing you say will resonate with your prospects unless you ...

No two product marketers are the same, which means that no two product marketing teams are the same. Some are large, supporting multiple product lines, features, specialties, and more. Some are small ...

Hiring the perfect product marketer with the right combination of skills for your organization is no easy feat. In a recent blog post, we discussed what product marketing actually is. Although ...

Ask one hundred companies what a product marketer does, and you’re likely to get one hundred different descriptions. Product marketing is one of those roles that varies so much from industry to ...

The new year is here and it’s time to dive into the oh-so-beloved activity of building a marketing plan. OK, maybe it’s not so beloved - after all, it can be daunting and challenging to come up with ...

Most startups and growth-stage tech companies are understandably judicious in their outlay of capital. When you’re under the venture capital magnifying glass and trying to prove your product is ...

A successful product launch is a machine with many moving parts—it requires focus, clear-thinking, and organization to successfully pull it off. While many product marketers are laser-focused on ...

Whenever I start a new product marketing role, I’m always racing to accelerate my learning curve. There’s no escaping that the effective messaging, personas, and fundamentals of this craft demand ...

Product marketers have a lot on their plates during a period of normalcy. During an atypical time when markets are in constant flux, and competitive pivots are just as swift, those plates are filled ...

Product marketing job descriptions can vary significantly from one company to the next… and sometimes even seem like they vary from one day to the next. That’s because product marketers wear many ...

Product marketing is a uniquely diverse function, and as such, product marketers tend to come from varying backgrounds and possess differing strengths. Some product marketers are master storytellers. ...

As every person in a startup will tell you, it can be hard. And in most cases, the ones that succeeded did so because they found their product market fit early and executed to serve that market. I’ve ...

The entire tech world, and many other industries, are suddenly grounded at home, working remotely. Events have been postponed or canceled, but we’re all still hungry to learn and develop. On top of ...

Measuring the impact of product marketing is an ongoing process for many organizations. Some product marketers have found it hard to quantify their efforts and tie it to business impact. The truth ...

The definition of product marketing is often debated. Each company and person may have a different definition, but there are typically four core components involved in successful product marketing: ...

2020 is at our doorstep, and if you’re like most product marketers, you’re likely being pulled in a dozen or so directions as you strive to support various teams and initiatives across your ...

Happy New Year! Now it’s time to get ready for the year ahead, put together your resolutions and goals, and start the year off strong. One resolution I’m sure is on everyone’s list - read more. This ...

The nature of product marketing is constantly evolving. Campaign marketers chase new channels each year, content marketers adopt new content mediums; the phenomenon of change isn’t unique to product ...

AMA: HubSpot Principal Product Marketing Manager, Marcus Andrews on Product Launches originally appeared on Sharebird - the place to see how people at top companies do product marketing. Answers by ...

One of the most significant frustrations product marketers face is the disconnect between their work and quantifiable business outputs. Nearly every organization with a dedicated product marketing ...

Product launches require a lot of hard work, planning, and execution when done well. In order to put together a top-notch program and continue to improve on that program, you should always conduct a ...

Today’s the day - you’re planning your first product launch! So, where do you start? There are many variables required for product launch success. There are important steps pre, during, and ...

Each product launch is like training for a race. You set up your timelines, train hard, and when it comes to race day, it’s all systems go when the gun goes off. But the path to the starting line is ...

Career advice - some of it’s good, most of it’s bad, and yet we all seek it. We spoke with some of the best product marketers about their careers as part of our spotlight series, and here are some of ...

Product marketers sit at the intersection of every team in the organization - between Marketing, Product, Sales, Services, and Executive Leadership. They affect, and are affected by, every area of ...

You hear statements like “We don’t have any competitors” or “I never think about the competition” so often from so many business leaders that they’ve become cliche. Ignoring any ulterior motives ...

Ah, the internal sales meeting. Whether it’s weekly, monthly, or quarterly, nearly every product marketer needs to present to the rest of their sales team about what’s going on in their world. The ...

No two companies are identical in the roles and responsibility breakdown between Corporate Marketing and Product Marketing. I’d like to share with you one way I’ve seen this work successfully, and ...

If there is a role in modern businesses that is less understood than Product Marketing, it is Growth. What’s more, both roles become more confusing because they often sit in similar pockets in the ...

What is a product marketer, exactly? The simplest way to explain the responsibility of a product marketer is that they’re responsible for, well, marketing the product. In addition to hiring a product ...

As a product marketer, product launches are a core component of your job. They can also be one of the hardest. Before embarking on this large endeavor that involves a multitude of stakeholders, be ...

Crafting a perfect product marketing job description takes time. You want to ensure that you’re sourcing top talent, attracting the best applicants, and accurately presenting the role. No two product ...

Most product launches tend to have similar goals: product adoption, consumer satisfaction, and long-term repeat customers. Oftentimes, resources to support a launch to achieve these goals are limited ...

No matter what industry you’re in, it’s important to keep learning, growing, and developing new skills. Great product marketers have a wide range of skills and responsibilities, so there are many ...

Product Marketing is a function so interconnected with multiple departments that, from company to company, it can even report into different teams altogether. Product Marketing - as its name ...

The challenge of measuring product marketing success is not a new one. Nearly every marketing leader I’ve asked about measuring the impact of this function has stated how difficult it is, in part ...

On a scale of 1 to 4, is your product marketing function the quarterback or the waterboy? That was the question that came out of last week’s Product Marketing Conference, where many presenters spoke ...